A DESTINATION MANAGEMENT PLAN & PARTNERSHIP 2017- 2020 for RUGBY BOROUGH COUNCIL and PARTNERS FINAL FULL PLAN July 2017 A Meredith Associates with Roundberry Projects The Research Solution A MEREDITH ASSOCIATES 140 West Malvern Road, Malvern, Worcestershire WR14 4NJ 01684 575842 07941 609525
[email protected] www.andrewmeredith.co.uk Contents Executive Summary Page i Section 1 Introduction Page 1 Section 2 Strategic Context Page 3 Section 3 Market Intelligence & Performance Page 9 Section 4 Visitor Profiles and Target Markets Page 25 Section 5 Other Findings from Consultations During Development of Destination Management Plan Page 31 Section 6 SWOT Analysis Page 36 Section 7 The Destination Management Plan 2017-2020 Page 37 Section 8 Funding and Delivery Page 45 VOLUME 2 Appendices Evidence Base Appendix A Consultees Appendix B Strategic Context Appendix C Tourism Economic Impact Assessment Appendix D Additional Self Catering Properties from online booking sources Appendix E Tourism Business Survey Findings Appendix F Tourism Workshop - An A-Z of Rugby Appendix G Delegates to Workshop - Strengths, Weaknesses, Opportunities and Threats - SWOT Analysis EXECUTIVE SUMMARY: RUGBY DESTINATION MANAGEMENT PLAN 2017 - 2020 Introduction Centrally located and well connected by motorway, railway and canal, Warwickshire’s borough of Rugby is home to the birthplace of the sport of rugby, and has the busiest canal lock and stretch of waterway in the country. This Destination Management Plan takes an approach to managing tourism and the visitor economy across the area of Rugby, both urban and rural. It recognises the ‘fuzzy boundaries’ that consumers relate to the visitor destination, as visitors do not define their experiences by local authority borders.